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New York | March 19–23, 2012 | #sesnyBoosting Social Media Engagement John Shehata @JShehata 2012@JShehata | John Shehata 1

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 FACT The Average Page’s Posts Are Seen by less than 16% of Its Fans* * comScore, March 2011 @JShehata | John Shehata 2

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Facebook Algorithm (EdgeRank) Your Fans See the People and Pages They Interact With • New friends and newly liked pages are shown to you for a while, but if you don’t interact with them, you will stop seeing posts from them. • Facebook shows you posts from friends and pages whose posts you have liked or commented on in the recent past. • If you don’t get your fans to like and comment on your posts, they’ll stop seeing them. @JShehata | John Shehata 3

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012• Relationship between • Every content • a newer item is user and brand object has a more likely to different weight: appear than an• Based on many (Photo > Link > older item factors (frequency of Status) contact, frequency of • With this in mind it FB logins, likes, is important to • Every Action has a comments, shares, different weight: consider the timing etc) of your posts. (Comments > Likes > Clicks)• If the user had an affinity to interact with • Comments have 4X your content in the the weight of Likes* past, you have a high affinity with this user * A study by EdgeRank.com @JShehata | John Shehata 6

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 When fans no longer see your posts, it’s much harder to get them back. – Never stop engaging your fans. – Some of Your Fans are Unreachable Forever @JShehata | John Shehata 8

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 The New Social Metric With facebook EdgeRank you need to Focus on fans engagement not fans count i.e. Never buy fans @JShehata | John Shehata 11

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 2. Ask Questions Posts with a question or call to action from a journalist received the most feedback, with twice the comments as the average post and 64% more feedback overall. Despite their effectiveness, only 10% of posts on journalists’ pages were questions. @JShehata | John Shehata 14

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement The best questions are open-ended, not yes-or-no, answers. The goal is to get your fans talking. • “What do you think about…?” • “My ideal work day includes ______________. Fill in the blank and tell us!” • “If you could change one thing about …, what would it be?” • “What’s your favorite thing about…?” • “What ________ products do you like?” • “Do you have trouble finding products for…?” • “Do you buy _______ online?” • “Are you ready to…?” Fill-in-the-blank posts generate about 90% more engagement than the average text post. @JShehata | John Shehata 15

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 4. Post Photos - Include a short link back to the story or the photo gallery - Photo Galleries: Post few pics not all - Must have caption and/or call to action. Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.(facebook internal study) @JShehata | John Shehata 18

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement Include the word “Video” – Edit the title 5. Post Videos if needed Now videos can be playable directly in facebook @JShehata | John Shehata 19

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 7. Use Clear Call to Actions in your Posts (tell users what you want them to do) • To get likes, – say “Click like if…” and keep the second part simple. – Choose something that you’re pretty sure most of your fans like. • To get comments, – ask a question or say, “Tell us in the comments below…” followed by whatever you want to know. • To get clicks – say, “Click this link…” and tell them why. – You can also put the short URL in the status update @JShehata | John Shehata 21

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Words ranked in order of their effectiveness at converting Likes and comments. Be sure to include your call to action within the first 90 characters. @JShehata | John Shehata 22

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement “Click Like If…” • Choose something that most of your fans would like. • “Click like if you love…” (whatever applies to your niche). • “Click like if you think….” • “Click like if you’d love to have….” • “Click like if you believe that….” • “Click like if you want….” “Click this link…” • “Check out this blog post because…”; then tell them what the benefits of reading it are. • “Click here to get this discount now before it goes away!” • “Check out our latest … ”; then make sure they know why they should care. Other: @JShehata | John Shehata 23 • If you agree like, if you disagree comment

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 12. Incorporate current events, popular/trending/breaking news in your updates In the 6 weeks leading up to The Super Bowl and on Super Bowl Sunday itself, brands that posted content using the keywords “Super Bowl” saw a 60% increase in engagement! (Buddy Media Study) posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day. (Facebook Internal Study) @JShehata | John Shehata 29

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 21 tips for Facebook engagement 20. Be Relevant Read comments and understand your audience and what they do and don’t like @JShehata | John Shehata 38

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Reach Generator http://on.fb.me/xZB6BT • “Reach Generator guarantees that you reach 75% of your fans each month and an estimated 50% of fans each week in a simple, always-on way.” • Fans will see your message as a sponsored story on the right-hand side of their homepage or in their news feed on desktop or mobile. @JShehata | John Shehata 40

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Posting Frequency Post Regularly • There’s no hard rule on many posts you should publish – post at least 5 times a week to stay top of mind for fans. • 80% engagement posts and then 20% sales posts – If you’re not sure, start with one post per day, mostly engagement oriented, and do one or two sales posts per week. • On certain holidays, almost nobody is online • Seasonal: Don’t stop posting for weeks or months (EdgeRank’s time decay factor) @JShehata | John Shehata 41

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Optimal Posting Time • Only you know what’s right for your business • Use your Page Insights to figure out what’s working – (for instance, try posting at different times of day and see when you get the most engagement). • Facebook internal study found that restaurants post from 7am-12pm when people are making plans for the day, while retailers post in the 8am-2pm window. • User engagement with Facebook Pages is highest from 9-10pm and the 18-24 demographic is the most engaged during this time. @JShehata | John Shehata 42

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Be Timely • Facebook Engagement has 3 peaks: 7am ET, 5pm ET and 11pm ET • brands must adapt to their consumers’ schedules in order to optimize their engagement (Playboy engagement peaks right after midnight) @JShehata | John Shehata 44

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 Facts • Most fans never return to a page after they like it. • No more landing pages • When fans create new posts on your Facebook page, other fans don’t see them. @JShehata | John Shehata 45

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Boosting Facebook EdgeRank Engagement | #sesny New York | March 19–23, 2012 You must produce fresh, relevant, high quality content if you want ANY online tactic to be successful. @JShehata | John Shehata 46

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New York | March 19–23, 2012 | #sesny Thanks John Shehata@JShehata | John Shehata 47